The best work comes from media and creative teams that are located on the same site to enable real-time collaborative planning and execution, writes Carmichael Lynch's Neil Goodspeed. The value of being in the same room to brainstorm ideas, identify immediately what's possible and build human connections that deliver unified results is vital to brands, he writes.
Snapchat is publishing research reports titled "Retail Footprints," which break down the digital and in-store shopping habits of its users, who are 20% more likely to make mobile purchases than are those not on the platform, per Snapchat's Amy Moussavi. Insights from the report include that users who are big-box shoppers are 2.9 times more likely to be burger fans and that apparel shoppers are 2.8 times more likely to be coffee aficionados.
Industry executives discuss the emerging science of voice search optimization, the challenges of investing in the tactic when measurement is not yet quantifiable and how to balance delivering valuable experiences while not overstepping privacy issues. "At what point are we overstepping that boundary, and does it become creepy. ... And the consumer is ultimately the one that gets to vote," says WE Communication's Kristin Flor Perret.
Molly St. Louis spotlights brands that are using purposeful advertising to provoke social media debate and create a connection with consumers. She writes about the social discussions sparked by Nike's Colin Kaepernick ad, Airbnb's spot that subtly referenced the refugee crisis and Budweiser's celebration of America's legacy of accepting immigrants.
The Justice Department is continuing to oppose the AT&T-Time Warner merger, calling AT&T's defense "little more than a revisionist 58-page summary of the district court's opinion" in a federal court filing. The DOJ is asking the US Court of Appeals for the D.C. Circuit to reverse a lower-court approval of the merger on antitrust grounds.
Kevin Hart has reportedly signed on with Nickelodeon to produce scripted, live-action children's shows through his HartBeat Productions company. Hart is a network favorite who has won several Nickelodeon Kids' Choice Awards.
Walmart is plunging into an array of new technologies, teaming with PayPal for financial products and Eko for interactive video, and even by developing shopping cart handles that gauge the biometrics of its shoppers. The Eko partnership is expected to produce video content such as cooking shows and toy catalogs that invite viewers to engage.
Privacy concerns surrounding patient data are hindering the progress of patient portals that allow users to easily track their health records and issues. If a log-in and opt-in platform similar to social media use was established, patients could have both privacy and quick access to health data, says Stephen Dart, senior director of product management at AdvancedMD.
Papa John's marketing and diversity leaders discuss moving forward from the controversy surrounding founder John Schnatter and how the brand's "Voices" campaign showcases the diverse employees who make up the company and are truly its spokespeople. "[A]s long as we put our people first, our customers first, our suppliers, our franchisees, we will embrace the global nature of inclusion," said Victoria Russell, chief of diversity, equity and inclusion.
Facebook has overtaken YouTube as the most popular video platform, and 71% of users report the video ads served to them on Facebook are relevant, while between 60% and 70% who watch Facebook ads then visit a brand's site, according to Slidely. Marketers should create Facebook videos that are authentic, personal and capture attention quickly to build an audience, Andrew Arnold writes.
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